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Article
Publication date: 14 May 2018

Wioleta Kucharska and Piotr Mikołajczak

Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal…

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Abstract

Purpose

Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers.

Design/methodology/approach

The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method.

Findings

This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way.

Practical implications

Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career.

Originality/value

This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 14 May 2018

Carsten Baumgarth

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on…

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Abstract

Purpose

This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration.

Design/methodology/approach

This is an editorial based mainly on an extensive and broad literature review.

Findings

First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process).

Originality/value

This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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